The OEM’s new feature image “reflects both the evolution of the company as well as its vision for the future,” it has said.
The MPS provider stated that its rebranding shows “its successful and ongoing transition to a company well beyond its hardware heritage” as it “evokes the clarity, value and durability of the traditional Lexmark diamond, evolving to an aperture, which represents the broader offering – a portal to insight, a means of focus”.
It continued: “The green palette is fresh, vibrant and approachable, representing Lexmark’s strength, focus on sustainability and growth as well as our commitment to earning “customers for life.”
Lexmark has also issued a new tagline: “Open the possibilities”, which it claims “invites customers to engage with Lexmark to open up greater opportunities for success with our broader technology and solutions portfolio”.
Chairman and CEO Paul Rooke said: “This new brand and logo reflect our enthusiasm and focus on connecting our customers’ information silos and automating business processes.
“Our brand transformation better represents where the company is today and our vision for the future.”